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iPad 2 ads being shot in New York City?

TUAW reports that british photographer David Sims is rumored to have been shooting a TV ad for the next generation iPad in New York City recently.

As with most rumors, details are few and far between. Sources say that current-model iPads were used in the shoot, which will be replaced in post-production. Apparently security was very tight and all participants were required to sign non-disclosure agreements (you can see how well that worked).